Agoda has outlined how hotels across Asia can embrace the preferences of Gen Z travellers to ensure they are adequately future-proofing their business.
The call comes as Agoda research reveals the top five travel habits of Asian Gen Z, highlighting a generation that finds inspiration in the digital realm, embraces spontaneity, and values shared experiences.
The survey, conducted on the Agoda platform between January 10 and 31, 2025, included over 15,000 participants from markets across Asia including Hong Kong, Indonesia, India, Japan, South Korea, Malaysia, the Philippines, Singapore, Taiwan, Thailand, and Vietnam. It highlights how travellers aged 18-27, or Gen Z, are shaping the future of travel in Asia, influencing trends and paving the way for future generations to explore the world in new ways.
To attract Gen Z travellers, hotels should focus on creating Instagrammable spaces that encourage guests to share their experiences, using hashtags that connect directly to the property. Additionally, hotels should stay proactive by incorporating upcoming concerts and festivals into marketing strategies early on, capturing the interests of this generation. Themed experiences, such as offering unique menus inspired by popular shows like White Lotus in Thailand, can further engage Gen Z.
Collaborating with social media influencers to showcase memorable moments at the property is another effective strategy for drawing attention. Staying on top of trending content, particularly on TikTok, and reflecting these trends in the hotel’s offerings will help attract experience-driven travellers. Finally, personalising the guest experience is key for ensuring Gen Z leaves positive reviews, as they are focused on self-expression and meaningful experiences.
Social media is the new travel guide
Gen Z is blazing a trail on social media, with TikTok leading the way as their top source for travel inspiration. While millennials lean on friends and family as their preferred source of recommendations, Gen Z is scrolling through TikTok (20%) and Instagram (14%) to discover their next adventure. Despite the digital influence, personal recommendations remain a close second (17%), proving that word-of-mouth still holds sway.
Last-minute bookings on the rise
In a world where plans can change in an instant, Gen Z embraces the thrill of last-minute travel more than any other generation. 20% of Gen Z say they book flights less than a week in advance, outpacing millennials, Gen X, and boomers. Accommodation follows suit, with one in four Gen Z travellers reporting they make bookings at the eleventh hour, showcasing their penchant for spontaneity.
Partnered adventures take the lead
For Gen Z, travel is a shared experience, with 38% preferring to explore the world with a partner. Group trips with friends and family vacations also rank high, highlighting the importance of connection and companionship in their journeys. Millennials, on the other hand, prioritise family trips, reflecting a generational shift in travel dynamics.
Spending habits align across generations
When it comes to travel spending, Gen Z and millennials are on the same page. Both generations prefer to keep accommodation costs under US$50 per person per night, with Gen Z more inclined to do so (56%) than their millennial counterparts (44%). Meanwhile, 32% of Gen Z plan to spend between US$51-100 per person per night compared to 41% of millennials. This trend underscores a shared commitment to affordable travel without compromising on experiences.
The desire to travel transcends generations
Despite differing preferences in where different generations find travel inspiration, when they book their travels, and who they go with, the desire to explore the world is universal. Nearly half of Gen Z and millennials plan to embark on one to three trips this year, while a third are aiming for four to six adventures. This shared wanderlust bridges generational gaps, proving that the love for travel knows no bounds.
“It’s hard to understate the importance of Gen Z in determining the future of travel,” said Andrew Smith, senior vice president supply, Agoda.
“This is the first generation never to have known the world without the internet and one that is developing increasing spending power, with Neilsen’s Spend Z report expecting US$12T growth by 2030. It is no surprise that they place a premium on opportunities to capture instaworthy content and are constantly looking for unforgettable experiences. The most forward-thinking hotels are those adapting their marketing strategies to thoughtfully cater to this group.”
